AI Art: It’s Here to Stay


Agency News



Generative AI art is taking the advertising world by storm as it instantly generates images that used to take days to produce. But is it a good thing? Does it help with costs and ideation? These are the questions on the minds of creatives and designers alike.

Nevertheless, generative AI art is here to stay, and it can be fantastic depending on how it's used. Many creatives are utilising the software to create internal and client mood boards for presentations, giving them more time to focus on problem solving and ideation, which is a creative's main role in the business. However, the ethical implications of using AI-generated art to produce actual work is still being debated.

One issue that is causing concern is the question of who owns the rights and intellectual property (IP) for AI-generated art. The art style and output is created by collecting vast amounts of data from the internet, which means it can take (or "steal") and learn from any artist who has their work available online. There have already been cases where the signatures of original artists have been found blurred in the background of AI art, fuelling the belief that AI-generated art, as it stands, is infringing on copyright. However, a common counter-argument to this is that no art or idea is truly original, as everything created is almost always an evolution of pre-existing thoughts, ideas, or styles.

Another largely debated issue is whether generative AI art can be considered "real" art. The technical definition of art is "the expression or application of human creative skill and imagination," but in its current format, AI-generated art may not fit that definition. However, as with any new technology, it may simply be a matter of time before the human element is incorporated enough to validate it as art.

For actual artists and designers, the rise of generative AI art could be seen as a threat or an opportunity. Those who produce standard work or struggle with bringing a brief to life may find themselves replaced by AI-generated art. For skilled designers, however, the continued advancement of this type of software will only help them get through the more day-to-day grunt work, freeing up time to create more impactful, game-changing designs and concepts.

The big question on everyone's mind is whether AI will change the creative process for good. While some may see it as a passing fad, AI is here to stay and its impact on the creative industry is only just beginning to be felt.

As creatives we shouldn't be scared. I don't believe it's going to replace us. It's going to help us get to places faster. And humans will still be needed even if it is at much different stages of the process. Guy Futcher, Regional Creative Director